Liz Claiborne New York goes to SM Megamall Thursday, January 7, 2010
Under the invigorating new leadership of Creative Director Isaac Mizrahi, Liz Claiborne New York opens a new free-standing shop in SM Megamall Atrium. The 450 square foot boutique is located at the 2nd level of the newly opened Atrium of SM Megamall.
A study in the heritage of the original Liz Claiborne vision, the brand gets a modern update for today’s Liz Claiborne customer both in product offering and in an innovative concept within shop display.
"Liz Claiborne is an American fashion icon. She made fashion friendly and accessible and, in doing so, she became every woman’s best friend. These are all ideals I treasure and I’m honored to have the opportunity to build on this fantastic legacy and excited to reestablish the brand as a must-have," stated Mr. Mizrahi.
With a vision to bring "Liz’s voice back," Mizrahi teamed up with retail design and branding company Kramer Design Group to develop the consumer experience based on getting to know the new Liz Claiborne New York.
"Customers have a clear view of the store’s interior and are welcomed in by a round glass entrance featuring video presentations starring Isaac. Once inside, they may experience luxuries, such as fully appointed fitting rooms and a generous seating area. The white-on-white backdrop provides the perfect canvas for Isaac’s colorful apparel and coordinating accessories to suit her lifestyle needs," said Brad Lenz, vice president Liz Claiborne New York international stores.
Inspired by the work of the late interior designer Dorothy Draper, the shop interior at SM Megamall Atrium adds a modern twist to ornate, Baroque flourishes for a fresh, bright, but familiar feel. Feminine fixtures and rack treatments give customers the impression of walking through a clothes-filled closet. To highlight the white palette, the store features a massive lightbox, illuminating the store’s façade, as well as backlighting throughout to give a modern, glowing effect.
The new in-store shops are already in the process of rolling out to 40 stores in the US with more expected to open across the globe. The innovative approach to a crisp, white, bright point of view is already changing the department store and shop floors.
As a leader in the design business for almost twenty years, Isaac Mizrahi (www.isaacmizrahiny.com) has been awarded four CFDA awards, including a special award in 1996 for the groundbreaking documentary "Unzipped." In 2000, he starred in the one-man off –Broadway show, Les MIZrahi. Mizrahi’s women’s collection is available both domestically and internationally. Since 2003, Mizrahi has designed ready to wear, accessories, home and pet collections for Target. In addition, television audiences have come to love Mizrahi as the host of his own series on both the Oxygen Network and the Style Network and he can currently be seen on his web-based series "WATCHISAAC" at watchisaac.com. In 2009, Isaac hosted The Fashion Show on Bravo and launched a weekly series on Sirius satellite radio.
Liz Claiborne New York, with Creative Director Isaac Mizrahi, designs and markets an extensive range of snappy, confident and comfortable women’s apparel, accessories and home products. The brand delivers fashion, quality and classic style domestically and internationally via wholesale and retail channels including department stores, specialty stores, multi-media retail, and in outlet stores (www.lizclaiborne.com). The brand is owned and operated by Liz Claiborne Inc.
In the Philippines, Liz Claiborne New York is exclusively distributed by Stores Specialists, Inc. (SSI) and is located at Rustan’s Makati, Greenbelt 5, The Power Plant Mall, Shangri-La Plaza Mall, Megamall, Trinoma, and Robinson’s Midtown.